TARIFF PLANNING AMONG MOBILE CONSUMERS- A STUDY ON CONJOINT ANALYSIS

Presented By
Sarath chand.A(0409011)
Raghava.G(0409009)
Joel.J(0409003)
Sruthi(0409016)
Rajib(0409019)
 OBJECTIVES
To understand the customers view on various tariff plans
available.
To understand the change in consumer tariff planning with the
availability of new tariff plans in the market.
Response of customers to the new tariff plan vouchers
introduced by the mobile companies in the market.
To find the optimum mix of the attributes in the tariff planning
of consumer.
 ISSUES
What are the main attributes that drive customer to go for a

particular tariff plan?

Which is the main media driver for consumer to get

information about the different tariff schemes?

 SAMPLE AND RESEARCH DESIGN

Sample size of 75 people

(Housewives, business man, professional/employees, students

and senior citizens)

Non probability convenience sampling.

 RESEARCH
Using descriptive research design we identified 6 ‘W’s
Who- for 5 different categories as mentioned above
What- the usage pattern and tariff planning among the
sample
When- During weekends and according to the
respondents availability
Where- At weekends in the households of the respondents
Why- to find out the most common factors in choosing
the tariff plans
Way- through questionnaire
 TOOLS AND METHODS OF DATA COLLECTION

1- SECONDARY SOURCE
What is the average number of mobile subscribers
What kinds of services are available to them?
How economical plans are changing from time to time as a
part of strategy of companies?
What are the tariff plans currently used widely by the
consumers?
How well consumers are availing the new offers and are
getting to know about the new offers?
 2- FOCUS GROUP DISCUSSION
How long have they been using the current service provider
Usage patterns with various age groups and occupation and
their in turn effect on opting the plan
Requirements of usage like SMS offer or local call offers etc
based on the frequency and also depending on above factors
Usage of various plans by the consumers and reason for opting
the observations

3- QUESTIONNAIRES
 LIMITATIONS
Extra charges or the cost of the vouchers for tariff plans
are not included.
The combinations are made only for the basic and most
widely used plans as per the secondary data available and
as per the findings of focus group discussion.
The study does not include the rural area customers
choices in tariff planning.
ANALYSIS AND INTERPRETATIONS reteired employess
7%

Student - 30
Employee - 20
employee student
Business men - 9 27%
40%

Home maker- 11
Retired employee- 5

bussiness men
12%

home maker
14%
 Annual Family Income
<100000 - 20 >300000
13%

<100000
27%
100000-300000 - 45

>300000 -10

100000-300000
60%
Time duration for using mobile
>5 years -30

3-5 years -35 1-3 years

13%
>5 years
40%

1-3 years -10

3-5 years
47%
Landline in home
Yes -57
no
24%

No -18

yes
76%
 MAJOR FINDINGS
SMS is the most widely preferred option among the tariff plans
along with the local call plan
A combination of low local call rates and low SMS offer is
preferred by students followed by employees
Students are the most price sensitive customers and with low
tariff rates available with other providers they are more likely
to shift either with a parallel connection or a complete shift
from the current service provider.
Group calling is one of the offer which is most preferred by
employees and also looked by students as it reduces the call
charges among the selected group of numbers.
MANAGERIAL SUGGESTIONS
As students are most price sensitive customers who need a low
cost tariff planning for the service, designing of a special plan
for students like reduced call rates within the same network
and same group with less added vouchers would attract them
Creating an offer for special calling rates or low calling rates
between 2 different networks can also increase the rate of
customers
Special vouchers which give full talk time can be introduced
on a full time basis rather than on offer basis which is present
only for few days.
THANK YOU!!!!!!